THE Liquor Book

12 THE LIQUOR BOOK.
Aside from newspaper advertising-, the liquor dealer
will find in circulars a very profitable medium, provided
the circulars are prepared and printed as they oug-lit to
be. Don't use anything- cheap or shoddy or unattractive.
If you can't have the best don't have any. Use nice
paper, nice cuts, and employ the best printer within
reach.
If you send circulars throug-h the mail enclosed in
envelopes it is best to send them sealed under a two-cent
stamp and with nothing on the envelopes to show where
they come from. They will then bear the appearance of
a personal letter and will receive attention.
The ordinar}^ circular sent under a one-cent stamp
has become so familiar that it is apt to be thrown away
without even being glanced at. If you want to send out
matter that will cost but one cent for postage get up
something odd and unique in the way of a folder or card.
The value of pretty booklets is great. It will pay
3'ou to get up a handsome and attractive booklet from
once to two or three times a year. Of course the booklet
should be well written and made as interesting as it can
possibly be. It should be well illustrated, too, and have
a neat, colored cover.
Try to tell in these booklets all the facts about your
business that will be likely to interest the public and see
that one gets into the hands of everybody whose custom
3'ou have any chance of getting. If the booklet is
attractive enough and its contents are sufficientl}' interesting
it will be preserved indefinitely and will serve to
keep you and your business in the minds of the public.
In this mail matter always describe the goods full}and
give the prices. When possible, devote each piece
of matter to one particular article. If you want to take
up several things, have plenty of space in which to do it
and display the name of each article as you go along, so
that if a man is interested in gin, for instance, his eye